Below-the-line media

Traditionally, below-the-line is the term used to describe all the other advertising media, which exist in addition to the five that have been described above. This term has been imported from the US , like so much established marketing speak and like so many other pieces of marketing jargon, gives a veneer of technicality and sophistication to an otherwise simple concept. Even after so many years of usage in marketing circles there is still no single, generally accepted definition of the term.

In general, the term ‘below-the-line' communication refers to forms of non-media communication, even non-media advertising. For some advertisers ‘below-the-line' media may be more effective than ‘above-the-line' media and it is up to the advertiser to decide whether a medium is value for money and firs the campaign, and not simply be persuaded by a salesperson. (Leslie Butterfield, 1999)

More on below-the-line media in our other articles.